In our previous exploration of the evolution of market research, we looked at its development up to the mid-20th century. The journey didn’t end there, though. The landscape of market research continued to evolve, particularly with the advent of new technologies, offering deeper insights into consumer behavior. Here’s how the field progressed from the 1960s onwards:
1960s and 1970s: A Blend of Qualitative and Quantitative Methods: During the 1960s, quantitative methods saw a resurgence, thanks in part to increased telephone access. A notable contributor was Paul Green, a marketing professor and statistician, who applied statistical methods to predict consumer behavior.
Meanwhile, qualitative research gained more ground in the 1970s, especially with John Howard’s multidisciplinary approach, which integrated insights from other social sciences. This era also saw advancements in market segmentation, with Yoram Wind and Richard Cardozo’s two-stage model (macro-segmentation and micro-segmentation) becoming a staple in market research.
1980s: The Emergence of Influential Theories: The 1980s were marked by the development of theories that deepened our understanding of consumer decision-making. Notably, Martin Fishbein and Icek Ajzen’s theory of reasoned action, and Ajzen’s subsequent theory of planned behavior, shed light on how attitudes and intentions influence consumer behavior.
1990s and 2000s: The Digital Revolution: The internet revolutionized market research in the 1990s and 2000s. With widespread access to computers and the internet, consumer online behaviors became a goldmine of information. Market researchers could now track actions taken on websites, providing invaluable insights into consumer preferences and behaviors.
Market Research in the Modern Era: Today, the internet continues to be a vital tool in market research. The online world offers a wealth of data, allowing market researchers to understand consumer needs and behaviors on an unprecedented scale. The ability to gather information from large groups of people online has transformed market research, making it more dynamic and insightful than ever before.
At Focus Insite, we embrace these advancements and continuously adapt to the latest market research trends and technologies. If you are looking for a partner to navigate the ever-evolving landscape of market research and find the right participants for your study, we are here to assist. For expert recruitment services tailored to your needs, contact us at [email protected]. Let us help you harness the power of modern market research.
